BEST IN EXPORT 2022

ALTER EGO
ITALY
BEAUTY AND
KINDNESS
OUR HISTORY
With 33 years under the leadership of
Pegorin’s Family, 1988 sees sons Gianni
and Federico bring to life, Alter Ego Italy,
what is today recognized as one of the
most important brand of the AGF88 Group.
Distributed in more than 60 countries all over
the world, in these past three decades, the
brand has earned a reputation for innovation
and product excellence. A passion for quality
and attention to detail, “down to the last
drop”, along with values continually passed
through the generations for work, classic
beauty and family! Our mission is to develop
ABOUT US
Company Name:
Pettenon Cosmetics
S.p.A SB
A group company of
Agf88 Holding
Company Address:
via del Palù 7/d
35018 San Martino
di Lupari (PD) - Italy
Website:
www.alteregoitaly.com
Founded in:
1946
Main Brands:
Shapego, Shewonder,
Blondego, Egobod, Urban
Proof, Technofruit Color,
MyColor, Fast Color 10
Main Export Destinations:
North and South America,
All European Countries, North
Africa, Middle East, Australia
high quality cosmetic products for the
professional haircare world that blend together
effectiveness and kindness, performance and
sustainability. For a contemporary target that
demands top performance in protecting the
environment, hair and skin.
THE BRAND ESSENCE
One of the Latin translations for the words
‘Alter Ego’ is ‘your trusted friend’ and Alter
Ego Italy has been the trusted friend of salon
professionals for over 30 years worldwide.
Another translation is ‘the other you’ or
“your best soul mate” and this duality is
represented by the brand payoff that is
“Beauty and Kindness”: on one hand the
brand talks about Beauty as its core business,
on the other hand about Kindness as respect
for what is precious for us. Alter Ego Italy has
a clear commitment in being a sustainable
brand in everything it does and, indeed,
joined the AGF88 Group in its “Water Save
Campaign” knowing the importance of water
saving, looking for a better future.
ALTER EGO ITALY EDUCATIONAL PROGRAM:
it offers a complete range of workshops
designed to build a core foundation of
knowledge and technical skills. The in-salon
program brings custom-made classes adapted
to the needs of each team. The Alter Ego
Italy education team is built on established
industry leaders in coloring, cutting and
styling. Thanks to our SALON EXPANSION
program, Alter Ego Italy offers each salon the
opportunity to choose the marketing program
best suited to their specific needs.